Zee TV, a leading Indian entertainment channel, has collaborated with Marico, a top FMCG company, to launch a special influencer-led campaign for Parachute Advansed Gold’s winter initiative. The campaign promotes the brand’s “No Baal Banka” message, highlighting its commitment to hair care and protection even in challenging winter conditions. To achieve this, Zee TV has creatively woven Parachute Advansed Gold’s narrative into its primetime programming, featuring popular show protagonists in unique vignettes. These custom-crafted scenes bring the brand’s message to life, showcasing characters like Purvi from Kumkum Bhagya and Vasudha from Vasudha engaging in relatable moments.
Ashish Sehgal, Chief Growth Officer at ZEE Entertainment Enterprises, emphasizes the power of storytelling in brand communication, stating that by incorporating Parachute Advansed Gold’s message into Zee TV’s character narratives, they are not only promoting a brand but creating a deeper connection with audiences. Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, highlights the brand’s commitment to nourishing hair in 30 minutes and how the campaign aims to connect with a wider audience through everyday narratives.
Jolene Fernandes Solanki, Chief Operating Officer at Madison Media Ultra, commends the partnership for its ability to deliver an engaging narrative that resonates with audiences, demonstrating the power of storytelling and consistency in building strategic brand interventions. This collaboration exemplifies the potential of combining content and creativity to create an impactful campaign. As Zee TV continues to push the boundaries of innovation in advertising, partnerships like this reaffirm its position as a go-to partner for brands seeking meaningful connections with consumers.